Joe's Crab Shack achieving higher repeat sales with revamped seafood menu
SEAFOOD.COM NEWS April 16, 2014 -
When it came time to revamp the Joe’s Crab Shack menu, the brand’s Culinary Innovation team did not have to look very far to decide its course of action. Crab, after all, is in the concept’s name.
Crab-stuffed lobster, buckets of crab, steampots filled with chunks of Pacific Dungeness crab and sweet snow crab were incorporated into the menu, along with other seafood items, such as shrimp.
“We were putting crab back in the name and identifying as a great seafood brand — and one that stands for shellfish,” said Jim Doak, vice president of innovation for Ignite Restaurant Group, parent to the 130-plus-unit seafood chain based in Houston.Full Story »